Ad agencies won't exist in the future. Branding companies are relics of the past. Web 2.0 and the YouTubification of our culture will replace the online agency. If you listen to the doomsday predictions, it's easy to start believing that the low-cost model and democratization of media is eliminating the advertising agency in New York.

Media content has lost value because of the proliferation of potential sources clamoring for the eyes and ears of consumers. However, as the number of media outlets increase, advertisement campaigns can actually be more interactive and creative than ever. Sprite hides messages in its television commercials to make people stop fast forwarding with their TiVo. Doritos buys a Super Bowl advertisement created via entries submitted on YouTube. Advertisers are adapting their campaigns to the media. In short, we're evolving.